I called today, January 26th 2026 My family of 5 have been coming to Eye World 8 years, and I have too make sure everyone knows Ms. Jasmine Epitome of Great Customer Service Very pleasant and professional when speaking with her, she was very helpful and patient with me and my questions. Keep up the amazing job you do, good customer service is really rare now a days !!! Thanks Ms. Jasmine read more

I've been going to Primary Eye Care in Rockford, Illinois for approximately a couple years now and have always received excellent care by both the eye doctors I've seen and the ladies, Jasmine & Lupe. They really know their jobs well. An added bonus is that Primary Eye Care always has an excellent variety of Frames to choose from. Me and my family will continue going there for these reasons. read more

The doctors themselves were fine. In fact, when my new $1000 glasses worked for distance but not for my computer or reading, I went to another company for a second opinion. They told me that they would have given me the same prescription. The problem apparently is with the lab. The front office personnel tried several times to adjust the frames to no avail. I finally quit wearing the new ones and went back to my old ones. My old ones were pretty much equal for distance which begs the question: did I really need new glasses at all? Also, if I can see my computer and read clearly with my old glasses, why can't their lab make comparable lenses? Basically, I wasted $1000. I would recommend them for an exam, but take your prescription elsewhere to have your lenses made. read more

Love this place! The doctors and staff are all very knowledgeable and professional! My glasses are always correct the first time and the process is very easy read more

ATTENTION VETERANS, READ THIS INFORMATION SO YOU AREN'T BAMBOOZLED: When VA Community Care authorizes you for eye care at this location; first make sure you provide the Community Care Direct Billing Line (888)901-7407. Second, make sure you give them the VA authorization referral code. Third, to avoid billing issues, make sure there's an end date OR THE VA CCN WILL DENY THE CLAIM. If the optometrist recommends glasses at this facility.... NO YOU WILL NOT GET REIMBURSED BY THE VA FOR YOUR PURCHASE. What you need to do, is secure your RX and fill AT THE VA IN MADISON; they have walk in times. Now, this may negate the whole reason you've chosen community care, but you can also shop around and buy glasses somewhere else--BUT YOU WILL NOT BE REIMBURSED BY THE VA. And finally, if there's a billing issue with this office, call their billing department directly at (877)551-2455. Personally, I will do everything I can to only go to Madison from here on out. While the care I received here was fabulous, I feel their billing practices are dishonest in nature and being told "we don't know" or "they VA will reimburse you" is really not the right way to go. I hope that the information I have provided above will help my fellow veterans in making decisions about their care and finances. Again, the care here was great. The billing transparency and practices NEED WORK. read more

We have been customers here for decades, but no more! Even with vision insurance, we have to pay several hundred dollars out of pocket. My husband wanted new lenses in his existing glasses and they broke his frames, were unapologetic, and told him he'd need to purchase new frames for his glasses. They try to milk you for as much as possible! We are taking our entire family's business elsewhere!! read more

I called ahead to confirm that this office accepted my insurance before scheduling an appointment. I went in with my daughter on 5/6 for eye exams and to order glasses for both of us. We picked up the glasses on 5/17. Just two days later, on 5/19, I went to wear my driving glasses for the first time and discovered the lens had already fallen out of the frame. To make matters worse, I just received a second bill in the mail stating that my insurance is not accepted at this facility--despite being told otherwise when I called. Very disappointing experience overall. read more

I am extremely disappointed in Primary Eye Care. This is not the caring place that it used to be since we visited only a year ago. There is no "personal touch" and I "felt like a number" instead of a valued patient/customer. Our family has been going there since Dr. Kittle first started working there, and we have been his patient for over 30 years. Much of the front desk staff doesn't seem to care about the patients anymore, with the exception of Elaine, who was polite, helpful, very efficient, and had a heart for us as patients. My son showed up according to his appointment time that he had scheduled online, but they "shamed" him in front of a roomful of people as a "no-show," when it was the error of PRIMARY EYE CARE's broken online scheduling platform (they offered a time in which all doctors are at lunch!). The front desk staff did not take responsibility for their error, and were not accommodating or apologetic either. They also did not offer to make it right after they humiliated my son, when he was on-time for his "appointment" and did everything correctly. Lupe is the manager and she doesn't seem to care about how patients are treated. She does not correct her employees when they are being rude to customers or are criticizing the doctors they work for. She was also rude toward my daughter and me. When our appointment was over, a front desk employee named Jen bad-mouthed Dr. Kittle behind his back, saying "he should know the front desk routine by now!"...and many people heard her. So there was not even respect shown for the doctors they work with either! Dr. Kittle is a rose among the thorns...he is an excellent optometrist! When he retires, Primary Eye Care will no longer receive my business. I highly recommend taking your business elsewhere! read more

I have been a patient at this office since i was a kid. Dr Kittle is a great Optometrist who care for his patients and answers and explains everything so that I can understand. Every time I visit everyone is so nice and welcoming. This location has so many doctors and the staff works so hard. I can why people complain, because yes they can but people now a days love to find problems where there isn't. People should be familiar with their own insurance instead of being mad because they have to pay out of pocket. I didn't have a long wait time, I am overall very satisfied! Thank you for working hard to make my visit a great one! read more

Very convenient location and have heard good things from others. I called in because my discount plan said they were in network, and I was hoping to start going to them yearly if they were. My insurance needs a call from whatever eye doctor I want to go to to confirm I have benefits. I told this to the receptionist here and asked if she could call them and confirm my benefits for me. She was not willing to spend 5 minutes to do that in order to get a long-term customer. I get that calling insurance is a pain but a few other eyecare centers in town were happy to do that for me. Plus it just doesn't make business sense to not spend a few minutes to gain a new client. The lack of customer service here was surprising, and because of that, I would recommend taking your business elsewhere. Personally, I've been very happy with Advanced Rockford Eye Care for years and would still be going there if I was in their network. read more

I so wish I would've checked here prior to making New Client appointment(s)... Do yourself a favor and go elsewhere. Edgebrook Primary Eye Care is a cesspool of buffoonery you needn't patronize. The staff are insufferable and churlish; denigrating their employer's clientele in collusion. I seriously have never experienced a Team of awful, anti-service before, but this place is e x c e p t i o n a l [ + ] Called ahead to confirm insurance? After waiting, on-hold, for at least 5 minutes... [ x ] Reception/on-site rep: "Yep; Qualifying" [ + ] Make, Confirm 9AM appt for next day. [ x ] Arrive 8:50AM - NO Appointment Scheduled, Nothing Available. 'Byeeeee!' [ + ] "When's your Next Available?" ...offers the Same THREE (of four) available Times as Yesterday. [ + ] Confront Reception w/ their Same (times) Availabilities As Yesterday, re-affirming my initial appointment. e,g, Corroborating that I Didn't just "...probably called some other place, and made appointment with them..." [ x ] One (of the 4) Receptionist f i n a l l y Admits: "You needed to wait for our 'Appointment Reminder' correspondence; And I just got here, so I haven't had a chance to Get to Today's. So you wouldn't of received one..." ? ? ? ? ? ? ? just w o w ? ? ? ? [ x ] re-Schedule Next Available: 11AM [ + ] inquire into completing New Patient paperwork Now, rather than 11AM? [ x ] "No. Bc We Wouldn't Accept the Paperwork until Your 11AM Appt" brilliant. [ Meanwhile, Two of their clients, directly behind (fittings/show floor), hear our preceding transaction, shake their heads in empathy, offering a 'Wow' & 'Unbelievable' as I depart. Customer near (show floor) exit consoles me with, 'Don't take it personally, Same Thing Happened To Me...' ] [ + ] Return at 10:55AM for [2nd] Confirmed Appointment. [ x ] Reception's Greeting: "What insurance do you have?" [ x ] Reception's Response: "Yeah We Don't Accept Your Insurance..." [ + ] Me: 'I called and confirmed, Y E S T E R D A Y' [ x ] Receptionist: "Well do you know who you spoke with?" Just to be clear: Edgebrook Primary Eye Care is a cesspool of buffoonery you don't have to suffer; unless baby brains theatrics is your preferred time-waster? [if it is, just be sure to video, insta and monetize that shart!] read more

This is the worst place you can ever go for anything. The staff are all "in training". Lie to you, put you on hold and never come back on the phone. I was on hold for 35 minutes. I left a message for Dr Hill, some liar told me she gave him the message. He called me a week later and told me he wasn't even there when she told me she gave him my message. NEVER GO HERE. HORRIBLE PLACE. read more

My family has been obtaining services eye care services from Primary Eye Care (PEC) for over a decade. Over the last several days 3 of my family members have visited PEC for eye care services. To say that the quality of services has fallen off a very high cliff would be an understatement. From very poor attitudes during patient interactions with people at the front desk to the very same people bad-mouthing the optometrists who are providing eye care services, to long wait times after customer arrival, to the online appointment system that allows appointments to be scheduled from 12:30-1:30pm when none of the optometrists and front office staff are available due to lunch, the whole PEC business is a crap show (with the exception of Dr Kittle and Elaine at the front desk). Avoid this business like the Plague!!! read more

First, I'd like to say that my family and I have always had a great experience in the past years few years that we have been going to Primary Eyecare up until this last time. The doctor and staff were great at the appointment, but since then it has been a hassle. First, the glasses which were promised within a couple weeks took a month and when I called to check on them, I was given different reasons for them taking so long (computers down at their office, and at the suppliers location, supply chain). Secondly and more importantly, I paid my bill in full at my appointment and received a copy of the invoice, but 3 weeks after picking up the glasses I received a bill for $211.58. I have called the main number and spoken with staff 3 times and have been told that the office manager would call me back. It has been 3 weeks since my first call about the bill and I am still waiting for a return call. read more

Love Dr. Hill! he is so nice and patient through out my exam. I am once of those patients that has SEVERAL questions! he was happy to answer all of them and that made me feel comfortable. I wasn't rushed through out the process, and I am confident on the script!. I will return next year for sure!! read more

From start to finish my husband and I had great service. I was scheduled for the morning and my husband had an afternoon appt. We spent about an hr each there. Check in was easy. Wait time was minimal. Dr.Kittle is the person to go to especially if you have kids. I guess my sister grew up going to him and now that we've moved home our whole family will be going to him. While I was in the chair, my one year old was fussin. Dr.K was great at making faces at him as I had my face behind the machine thing and he made fun voices for my son to keep him entertained. Where else are you going to find that kind of patience? I was thankful. It made the appointment so much smoother. Then I needed to pick glasses and the girl that helped me was again, kind and patient as I pulled probably 20 or so frames to try. I'm picky and feel like nothing ever looks right. I ended up going with ones that she had liked within the first few frames because out of the 20 those were the only ones I truly liked. Lol. They got me checked out and we were on our way. My husband had a simple experience as well minus our son being with him. :) will be returning with our daughters this year. read more

TAKE YOUR BUSINESS ELSEWHERE!!! Primary Eye Care was bought out this past summer (2022) and it is now operated by an out-of-state corporation that does NOT care about its customers. I started going there many years ago when Dr. Kittle, the optometrist, began working there. Dr. Kittle was - and still is -AMAZING and about the only good thing left going for Primary Eye Care. I have been seeing him for 30 years. He is still great; however, it is Primary Eye Care and the new staff that has been hired that are atrocious, unprofessional, disorganized, rude, and cold. Firstly, their online scheduling platform is broken, and when you schedule appointments on it, it does not accurately correlate with the office appointments. The office staff are aware of this and have not taken down the scheduling system or fixed it. They said it has been this way for a while now. My brother scheduled a 12:30pm appointment with Dr. Kittle online, and the appointment was confirmed by phone as well. He scheduled it many weeks in advance of his being in town for the holidays. He showed up for his appointment and the office staff was incredibly rude and disrespectful toward him. They said that his appointment was at 11:45am when he clearly had the email confirmation which stated it was at 12:30pm. Upon his arrival, a front desk receptionist loudly said "This is the no show!!" in front of everyone in the office. However, he was NOT a no-show. He arrived on time and it was the office's error in their scheduling system. They blamed and shamed him in front of both staff and patients for what was their own mistake. The staff is rude and dishonoring towards patients - which is unacceptable. Furthermore, they were not able to reschedule my brother with another appointment to see Dr. Kittle during the time that he was visiting the local area and therefore he was unable to be seen by Dr. Kittle whatsoever. When I scheduled my appointment via the online portal (of which the link is included in the reminder emails that they send out), they called me the next day to notify me that I was double-booked with another patient and that the open appointment time should never have shown up online. They admitted to knowing their online scheduling platform was broken for some time and it still has not been fixed. This is unacceptable for a medical practice/business, and greater care and responsibility should be taken to disable the online scheduling platform until all issues have been accurately remedied so that patients are not continuously given wrong appointment times. Furthermore, a front desk lady named Jen disrespected Dr. Kittle behind his back and in front of patients - specifically my mother and myself. She was rude, inappropriate, and unprofessional. If she does not respect the doctor with who she works for, she should not work at that office. Lupe is the manager, and she was incredibly cold and rude to us as well. She took as minimal time as possible with us, and it was evident she did not genuinely care. I will note that Elaine, another front desk receptionist, was incredibly helpful. She worked for Primary Eye Care before it was bought out, so she knew what it was like before. Therefore, she was kind, polite, helpful, efficient, pleasant, and respectful toward us. She is wonderful and was the only redeeming part of interacting with the front desk staff. She knows how to deal with customers and provides excellent customer service. Frankly, she should be the new office manager. This place clearly does NOT understand how to value patients or provide even minimal customer service. I will be taking my business elsewhere from now on. If you want to avoid feeling disrespected, unvalued, and uncared about - GO ELSEWHERE!! Not to mention they have increased their prices in exchange for decreased customer service and value. The customer service (aside from Dr. Kittle) has fallen off a cliff since they were bought out. Do yourself a favor and avoid Primary Eye Care at all costs. read more

I took my son there last Monday and it was a pleasant experience. Dr kittle is great with kids and the staff was friendly. We got called back right as I finished checking in, the process was timely but not rushed and my son got his glasses picked out and ordered. read more

I'm calling to set up an eye appointment, the receptionist puts me on hold which is fine seeing they could be busy but then took me off hold after a couple minutes just to have me sit there and hear everyone talking about leaving and talking about other patients. i say "hello?" and they hang up on me. i call back since they are still open just to be put on hold again and for the receptionist to ask if I was a different patient and puts me back on hold. Clearly not organized and don't care at all. read more

Dr Hansen did a thorough exam, reviewed family history, and explained my eye conditions in detail. He is knowledgeable, patient and kind.

Everyone here is very helpful. I have seen two doctors here and both were knowledgeable and took the time to explain everything well. The assistants and ladies who submit insurance claims were very friendly too. I really love their frame selection and the people who help you fill your glasses prescription. I won't go anywhere else in Rockford. read more

I have been going to Primary eye care in Rockford for over 10 years. In the last 3 years I have had 3 different Dr.s. This time I saw Dr. Anderson who was awesome. The problem came in when I was checking out. Now they put you with a "technician" who tries to upsell you. I was ordering contacts and and the sales pitch was "buy one box and the second box is 15% off with free delivery and my ins. covered 200.00 for contacts. I mentioned that when I call and order over the phone I get 20% per box. She said "Ill check with my manager and see if I can give you the same deal. Oh and your charges for the exam are 85.00 for the contact fitting fee that your insurance doesn't cover. WHAT? I have never paid 85.00 for a fitting fee, 45 I think was the last time. And please tell how I have worn contacts my entire adult life and nothing has changed how this could be? I put my contacts in, the Dr. looked in my eye s and said yep their fine! THe Tech said let me ask my manager. The manager says she forces the fitting fee to the insurance company and they will bill me the 85.00 BAHAHA how is this a solution? After getting the manager involved, my insurance coverage went down to only 130.00 for contacts! WHAT? Was I buying a used car or what? The whole appointment after the Dr. was shady and come to find out Primary eye care was purchased by the AEG corporation. Go figure. Corporate medicine has hit the optical business. I'm done there. Goodbye Primary eye Care. read more

Very poor customer service, had problems glasses and treated very poorly. After waiting for 20 minutes was asked If I still wanted to wait. Front dest people are very rude IMO. read more

I waited about 15-20 mins for dr to see me. After that They seemed in a rush, I didn't even get to finish telling them what was wrong with my eye. read more

I've been going to Primary Eye Care for years and I've always had a great experience. The staff is very friendly, always willing to help, and upfront about cost and insurance benefits. I will continue to go to them for years to come. read more

Got in quickly, the doctor was friendly and was very informative. The eyewear selection is pretty good and most frames are reasonably priced with insurance. read more

This was my first visit and was referred by my primary care physician at Crusaider Clinic. Was greeted and taken care of quickly. Nice staff, eye doctor was thorough, and I ordered a new pair of glasses that I will receive soon. Very happy and highly recommend. read more

Reception people are terrible to communicate with. I could here her swear about me when talking to me when she turned away from the phone. She went on and ordered the contacts for me to pick up even though I never said I wanted then ordered since I live in Utah now, not Illinois. Eye doctors there are not the best or above average. I went their with eye problems and they still went along and prescribed me and charged for the contact exam when I wanted to get my eye checked out because there was something wrong with them. Now I will be stuck with not perfect contacts until I decide to pay some other doctor to get an eye exam. They don't care about your vision, only that bill they send out. read more

I found this facility through my insurance company's list of in-network providers. I found it easy to set an appointment online with Dr. Hansen, and was looking forward to my exam, and new contacts and glasses. The next day, however, I received a text from them, alleging that they do not accept my insurance, and they instead tried to pawn me off on Crusader Clinic. The text message also erroneously sent me my own phone number, saying that was the number for the other clinic. I also received an e-mail stating that my appointment had been canceled. I later confirmed (through my insurance provider) that they are indeed supposed to accept my insurance. So, at the end of the day, it appears this eye center wants to accept as many insurance options as possible to draw in new patients, but then pick and choose who'll have the privilege of actually getting an appointment. read more

I went in for my appointment and was late by 2 minutes. They did not take me told me I had to reschedule. So I proceeded with the reschedule and I specifically told them since I was driving from out of town (work out of town) to schedule me for a 4:45 appointment. The young lady told me she had a 4:15 and I said that would not work because I work till 4:00 and was late because of traffic. so another young lady who had tattoos on her neck said because I was a new customer they could not reschedule after 4:30 so I responded but I had one scheduled for today and besides I was not a new customer. she responded "you are if it has been more than 3 years". Another lady who had been standing behind me who they saw but did not help- I turned around and told her this lady here is checking people in (young girl in grey) told her "Oh I did not see you." First of all she did see her because I specifically saw her staring at the lady behind me. Second of all they are rude in person and on the phone. Prior to walking into the office I had called since my daughter had gone in that morning for her check up and they had referred her to another specialist. When I called I told her I needed the name of the doctor that my daughter had been referred to so I can make sure he was covered under my Insurance network The young girl said to me "Did they not tell you" it was not so much what she said but how she said it- she sounded like she was bothered. second I found out she had given me the wrong information of the specialist that my daughter had been referred to. I had received exceptional service before but now that they have young girls working the front desk they have no customer service skills and are rude both in person and on the phone. For the one person who manages this office maybe you should invest in training the young girls, Lost a customer but maybe you don't really care since it is only one customer compared to the many more you service. wake up though because in reading other complaints it seems we are spot on. Horrible, horrible customer service read more

Took my elderly father here. Thought it would be easier than driving over an hour to the VA hospital. Very rude and slow. Waited for over 2 hours. Not impressed will not return . Much of rather drove to the VA read more

This review is for PRIMARY EYE CARE WEST AT CRUSADER. There hospitality and service was excellence. The 2 optometrist assistants were awesome. The doctor and staff are willing to see you as many times as needed til you are comfortable with your contacts or glasses. read more

I always have a great experience here! Chase and Victor are willing to spend lots of time with you to help you pick out the perfect pair of glasses and make sure they fit correctly on your face. The assistants and doctors do a great job and get you in and out quickly! read more

Ordered Essilor lenses which have a 2 year warranty. Took the $1,300 glasses in, a year under when I picked them up, since they don't have the scratch resistant - have many scratches w very little use - coating I paid for. The technician told me that their lenses have 1 year warranty that starts the day the patient places the order - although the lenses have not yet been made! She also stated the lenses ARE NOT ACTUALLY ESSILOR that they use some other lab! When I ordered the glasses I was assured the lenses would be Essilor. At no time was I told that the lenses would be "generic" Essilor. They certainly charge Essilor prices. The technician was very unpleasant. No options to correct the problem or even an apology that the lenses were mis-represented and unsatisfactory. At no time did she offer to get someone from management or a more skilled technician to help. Obviously she didn't care that my life had been negatively impacted by glasses that had to constantly be adjusted to see through and have scratches everywhere read more

Not a happy person right now with their customer service or their ability to make things right when it was their mistake. My experience with them is like going to EBay so you can get a cheap product vs paying for a better quality. Currently I am in no place to get into details until I am able to get them to resolve my problems. So trust that I'll be back to write my whole complaint. In the meantime save yourself the loss of hours leaving work early to get an appointment and save yourself your personal time sitting there waiting to get crap service and poor quality lenses. Your eyes are far more important! If your going to get new lenses in your current frames you may want to think twice. They tend to break frames and offer you a cheap replacement! I shall return... But you can save yourself! read more

My whole family goes here for our glasses needs. They have convenient office hours and lots of great frame choices in all price ranges. The doctors and medical staff do a great job at informing you about your eyes and making you feel comfortable. I asked for help picking out my frames and Victor was super helpful with that. I can't say enough about this place and won't go anywhere else for glasses! read more

I just stopped in to browse at glasses. Not one person said hi or asked if they could help me. I looked around and tried on glasses for at least 10-15 mins. For this reason I would not go back. Their selection was pretty good but Some were flimsy but still $169 or more for the frame. (I am assuming that is only the frame since no one helped me) I couldn't get past the customer service. No, they weren't too busy to at least say hi... but they weren't dead either read more

I have been going to Edgebrook Eye Care for about 5 years. I have been quite pleased with them. I tried contact lenses and had quite an issue getting them in my eye. Their techs were great about helping me put the contacts in correctly. The staff is very friendly and professional. read more

I have been going to Edgebrook for the last three years since I moved to town, and I have been very happy with the experience. Excellent service and experienced staff. They are very helpful with reminders and they always have my contacts on hand. Highly recommend! read more

I went to get my glasses fitted, and the opticians were so rude. I stood there for 15 minutes and not a single person even greeted me. I will not be going back. read more